Why Customer Orientation Does not Necessarily Stimulate Complaint Management Efficiency: The Neglected Role of Orientation Towards Complaints[Pourquoi l’orientation client ne stimule pas nécessairement une gestion des réclamations efficace : le rôle négligé de l’orientation envers les réclamations]

This communication addresses how customer orientation can prevent defensive organizational behaviors towards complaints. We argue that prospect theory offers a relevant theoretical framework to address that question. When managers and employees view complaints nega-tively, they are likely to exhibit defensive behaviors towards complaints, which results in an ineffective complaint management. A study conducted with 137 complaint managers show that investments into complaint management do not yield returns if customer orientation does not result in a firm's orientation toward complaints. Senior management as a critical to play in implementing a complaint orientation of corporate culture.